User Experience Architecture in a Cross-Channel World

One of the dirty secrets about cross-channel user experience is that we've always worked cross-channel. What's changed is how much—and how well—we can impact the experience across these channels.

In this presentation, we’ll examine three guiding principles for working cross-channel. With those principles in mind, we’ll look at four tools you can use to help guide and improve cross-channel user experiences at your organization.

Transcript of "User Experience Architecture in a Cross-Channel World"

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Introduction One of the dirty secrets about cross-channel user experience is that weve always worked cross-channel. Whats changed is how much—and how well—we can impact the experience across these channels. In this presentation, we’ll examine three guiding principles for working cross-channel. With those principles in mind, we’ll look at four tools you can use to help guide and improve cross-channel user experiences at your organization. “User Experience Architecture in a Cross-Channel World” by Austin Govella, Apr 5, 2013

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Mind Game Hi, I’m Austin name your Govella, an Experience Design Manager your title at company where we’re Avanade r e-inventing howawesome the coolest, most enterprises thing about where you work abut about about elaborate. Christina Wodtke, “Tell me a little about yourself”, eleganthack.com, 2012. “User Experience Architecture in a Cross-Channel World” by Austin Govella, Apr 5, 2013

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Manifesto Designers don’t design anything. Organizations design everything. Just as your best thinker improves everything, that person who doesn’t understand user experience creates a drag on every product or service you produce. To make better experiences, you must make better organizations. To improve your organization’s design literacy, you have to improve the design literacy of everyone in the group. “User Experience Architecture in a Cross-Channel World” by Austin Govella, Apr 5, 2013

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Manifesto Organizations face common barriers to designing better experiences. These barriers — value, focus, time, memory, talent, process, and improvement — represent the distance between you and the balanced teams your organization needs to create better experiences. These cultural barriers are codified into your organization’s process, hidden as assumptions in your team members minds, and reinforced in your tools. “User Experience Architecture in a Cross-Channel World” by Austin Govella, Apr 5, 2013

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Manifesto Don’t change what you do. Change how you do it. Don’t change your design activities. Change how you work with your team. Change how you work, so your goal is always a better organization instead of a better product. Change how you accomplish the design, so that you always improve your team’s design literacy. “User Experience Architecture in a Cross-Channel World” by Austin Govella, Apr 5, 2013

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Manifesto Change Now“Don’t look for the nextopportunity.The one you have in hand isthe opportunity.”— Paul Arden “User Experience Architecture in a Cross-Channel World” by Austin Govella, Apr 5, 2013

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What is User Experience? Design is a modeling discipline. The design process creates models we use to validate predictions about a system. Design validates what we expect against what we perceive. We architect systems that engender expectations and perceptions. Experience is the gap between expectation and perception. We design this gap. We design experience. “User Experience Architecture in a Cross-Channel World” by Austin Govella, Apr 5, 2013

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What is Cross-Channel? In cross-channel, a single service is spread across multiple channels in such a way that it can be exper- ienced as a whole (if ever) only by polling a number of different environments and media.... If one of the pieces is missing, you might miss some of the infor- mation being transmitted along the process and that may or may not be available through other channels. — Andrea Resmini & Luca Rosati, Pervasive Information Architecture, Morgan Kaufman, 2011. “User Experience Architecture in a Cross-Channel World” by Austin Govella, Apr 5, 2013

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What is Cross-Channel? In cross-channel, a single service is spread across multiple channels in such a way that it can be exper- ienced as a whole (if ever) only by polling a number of different environments and media.... If one of the pieces is missing, you might miss some of the infor- mation being transmitted along the process and that may or may not be available through other channels. — Andrea Resmini & Luca Rosati, Pervasive Information Architecture, Morgan Kaufman, 2011. “User Experience Architecture in a Cross-Channel World” by Austin Govella, Apr 5, 2013

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What is Cross-Channel? Modern Narrative Start End Modernism is a tendency in contemporary culture... which rejects subjective truth and the impossibility of a single, global narrative. “User Experience Architecture in a Cross-Channel World” by Austin Govella, Apr 5, 2013

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What is Cross-Channel? In cross-channel, a single service is spread across multiple channels in such a way that it can be used simultaneously and alternatively. “User Experience Architecture in a Cross-Channel World” by Austin Govella, Apr 5, 2013

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What is Cross-Channel? So... What’s A Channel? Good question. “User Experience Architecture in a Cross-Channel World” by Austin Govella, Apr 5, 2013

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What is Cross-Channel? The human evolutionary advantage is our ability to communicate information across our network to create shared information environments (culture). Anything that allows us access to communicate information is a channel. Everything is a channel. “User Experience Architecture in a Cross-Channel World” by Austin Govella, Apr 5, 2013

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What is Cross-Channel? The Question How do we enable better cross- channel user experiences? “User Experience Architecture in a Cross-Channel World” by Austin Govella, Apr 5, 2013

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What is Cross-Channel? The Question How do we manage the gap between expectations and perceptions as our users switch among ubiquitous information environments? “User Experience Architecture in a Cross-Channel World” by Austin Govella, Apr 5, 2013

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Open Access Is Often Not Open Security has an easy job if there is no risk (a story). “User Experience Architecture in a Cross-Channel World” by Austin Govella, Apr 5, 2013

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Open“What sorts of features support theirattempts to ﬁgure out where they are,which paths connect them to a givendestination, and how best to actuallygo about getting there?”Adam Greenfield, Everyware, New Riders, 2006. “User Experience Architecture in a Cross-Channel World” by Austin Govella, Apr 5, 2013

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CONSERVATIVEit’s always right (the third principle) “User Experience Architecture in a Cross-Channel World” by Austin Govella, Apr 5, 2013

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ConservativeIntroduction Third Principle Services that are more conservative will be easier to use cross-channel. “User Experience Architecture in a Cross-Channel World” by Austin Govella, Apr 5, 2013

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ConservativeIntroduction Be The Best Lego “User Experience Architecture in a Cross-Channel World” by Austin Govella, Apr 5, 2013

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WHAT ARE THECHALLENGES? people suck “User Experience Architecture in a Cross-Channel World” by Austin Govella, Apr 5, 2013

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Challenges Brand used to be about control. Now, we know you have no control over use. Brand is the users experience with the company. Your tools can only frame the experience users have. “User Experience Architecture in a Cross-Channel World” by Austin Govella, Apr 5, 2013

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Challenges Cross-channel applies internally and externally: everywho and everyhow. Who uses what interface to interact with what channel when for what? You cant impact everything, so you must prioritize. “User Experience Architecture in a Cross-Channel World” by Austin Govella, Apr 5, 2013

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Legibility The Question How do we manage the gap between expectations and perceptions as our users switch among ubiquitous information environments? “User Experience Architecture in a Cross-Channel World” by Austin Govella, Apr 5, 2013

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Legibility“What sorts of features support theirattempts to ﬁgure out where they are,which paths connect them to a givendestination, and how best to actuallygo about getting there?”Adam Greenfield, Everyware, New Riders, 2006. “User Experience Architecture in a Cross-Channel World” by Austin Govella, Apr 5, 2013